New look for Tourism Bay of Plenty

Tourism Bay of Plenty CEO Kristin Dunne.

Tourism Bay of Plenty is unveiling a new look.

The new orange logo is a bi-product of extensive stakeholder engagement and consultation the organisation undertook in order to develop a new regional story.

The proposition ‘it's in our nature' underpins the imagery and partnering natural hues of the branding.

Tourism Bay of Plenty CEO Kristin Dunne says a series of workshops were carried out, facilitated by Principals with in excess of 200 regional stakeholders to determine the personality and key traits of the region, in order to draft our regional story.

New Zealand has a story ( and many regions have their own stories. Our regional story has been developed to share who we are and what makes us unique – particularly in a global sense. It ensures that all agencies and organisations who are taking the coastal Bay of Plenty to the world are consistent when talking about our unique attributes.

The old logo and the new logo.

“In order to be clear about who we are, the agency (Principals) held workshops in Katikati, Tauranga and Whakatane with stakeholders from a cross section of businesses.

“From these workshops, they were able to draft the story which then required a lot more consultation.

“We worked closely with iwi, Rebecca Smith (Director of The NZ Story), Priority One and council. We also consulted with TNZ and Air NZ,” says Kristin.

“Once this process was concluded, the agency had a very clear understanding and appreciation of our region and was able to recommend several proposition options and styles for our logo.”

A total of $60,000 was spent on the process. The money was spent on:

Coordinating and facilitating a series of workshops in Katikati, Tauranga and Whakatane.

*Copywriting many versions of a draft regional story prior to confirming the final version

*Significant liaison between the agency, Tourism Bay of Plenty and stakeholders in order to achieve the final version

*Design of complete brand concepts and proposition

*Design of logo

*Design of collateral to roll out new branding

*Design of a new trade stand for TRENZ and Meetings

Kristin says this body of work is not just required for TBOP but for the councils, Priority One and the many other organisations across the region who take Tauranga and the Coastal Bay of Plenty to the world (export).

“TRENZ was the platform from which we first presented the new branding. Feedback from our industry partners and international buyers has been fabulous. Our stunning heritage, beautiful and fertile landscapes, and warm welcoming ways are all wrapped into ‘it's in our nature' and this proposition is easy for our strategic partners to take to market – particularly TNZ and Air NZ” says Kristin. “The regional story has given us a base in order to sing from the same songbook with all the other regional organisations who are taking Tauranga and the coastal Bay of Plenty to the world”.

As a result of the extensive stakeholder engagement and the development of the regional story came TBOP's new branding and consequential logo.



Posted on 11-07-2017 10:26 | By maybelle

$60.000.00 for that?

Unbelievable Stupidity

Posted on 27-06-2017 13:39 | By Mackka

My real opinion would not be printable !!

Pathetic Effort

Posted on 26-06-2017 21:53 | By ROCCO

Plain dowdy and inappropriate and any cost incurred is completely unjustified.This parasitic outfit clearly has nothing better to do with its time.Why is that a surprise because it looks to be incapable of surviving without major Council handouts.

It really needs some explanation

Posted on 25-06-2017 20:26 | By NZAdventurer

So is this the full logo or is there more? So far it looks like half a postal stamp. What is it supposed to represent - the article makes no mention of this and nobody seems to know? 1/10 in my book.


Posted on 22-06-2017 11:59 | By JoyceR

Fabulous feedback?Read these comments or better still, get out on the street and hear the real opinions for yourself, not those with vested interests.This arrogant grandstanding for alphabet soup (perfect description) which is not unique, or compelling, or single minded is unbelievable.They said it themselves that they needed something bold with clear ownership?And this is the outcome!Bay of Plenty Tourism is now at the lowest level copying the use of marketing slogans.I am enraged that the TGA Council (with Whakatane District Council contributions) allow this slop to be dished up and expect everyone to sit back and enjoy the meal.Not only this Ceo but also Councils too are fully responsible for this confusing and costly embarrassment to all of Bay of Plenty,JoyceR from Morpeth.


Posted on 22-06-2017 08:08 | By Babs

This is a really bad effort that needs to be changed to something more attractive and meaningful. The 'it's in our nature' plagiarism is also a bad look for New Zealand tourism.

Please explain Kristen & Kath

Posted on 18-06-2017 15:33 | By Brenda-cyclemax

Excerpts from Kristin's Dunn's own 2016/17 presentation to Tauranga Council in relation to the 'Plenty for Everyone' brand can be found at: It includes the following statements: "Tourism NZ and Air NZ feel our existing brand proposition is too weak to market with us internationally" & "Plenty for Everyone - not unique, compelling, single minded enough - we need to be bold and take clear ownership of a territory" How is this new styled logo with copycat 'it's in our nature' brand proposition any different? Of all the possibilities, why did you settle for something already in use by a British RTO? Where's the ownership you talk about? A response to all these questions is needed as this rebrand is most definitely a repeat of previous mistakes.

Why am I not surprised

Posted on 17-06-2017 16:54 | By Bobby2

at this blunder. This emoji logo means and says nothing about BOP. No iconic connection at all, with a rip off tag line that refers to almost any location on the planet and especially Northumberland.

This is incompetence at the highest level

Posted on 17-06-2017 12:21 | By Skipper Jack

How can we possible sing the same tune as another destination. "In order to be clear about who we are" ! There is nothing clear about having the same slogan as another destination and world wide hotel chain. Visitors from the UK will really associate well with this! The TBOP board needs to sort this ASAP!

# It's In Our Nature

Posted on 16-06-2017 20:00 | By babyG

Visit Northumberland, Northumberland Tourism Destination Marketing. Luckily people, we dont have that much of a connection with the UK or that many visitors from there either, so lets all close our eyes and maybe no one will notice. Congratulations to the award winning Principals Agency for their original creative thinking and the Bay of Plenty Regional Tourism Organisation for their discerning spend of more ratepayer money.

International Embarrasment!

Posted on 16-06-2017 14:24 | By TMcDonald

Accountability? Did Principals or TBOP know they where copying another overseas tourism organisations campaign OR did they fail do do any due diligence within the global marketplace they profess to know so much about? Whichever it is, surely Principals should return OUR ratepayer money and TCC should appoint a new CEO? Will this happen? Please Sunlive follow up with TCC and TBOP so we can get some accountability for this latest branding mess.


Posted on 16-06-2017 13:00 | By Laurie

@Brian (AmX Travel) extremely well written - I guess this what you are referring to: 'Ogilvy & Mather Hong Kong have unveiled a new global brand campaign for Shangri-La Hotels and Resorts. Entitled "It's in our nature," the new campaign expresses the group's distinctive philosophy of hospitality during the past four decades.' I wonder what 'Ogilvy & Mather' might think of our 'new' TBOP slogan - possible copywright issues??

With respect Ms Dunne,

Posted on 15-06-2017 16:36 | By Brian (AmX Travel)

My somewhat professional opinion on travel marketing is that it seems evident from this feedback, that your organization has several critics. I add my voice that your awareness of the current global tourism landscape may also be somewhat limited. Your rebrand undertaking for the New Zealand, Bay of Plenty district is in my opinion a good example of poorly executed copycat marketing practices. Not only is your mark subject to all manner of ambiguous interpretation, but the its in our nature call to action theme is a direct copy of that which is presently used by a well known UK tourism marketing organization as well as several other Australian and US hotel chains. May I suggest you request a refund from the design agency that sold your organization on all this, and focus your future endeavours on creating a unique brand identity that incorporates some character of original origin.


Posted on 15-06-2017 10:27 | By dbunk

No I am not one of "the team" but I know that that a design like this does not happen overnight. There are previous investors that require consultation before changing this as mentioned in the article, also consultations with public, local business leaders and local Iwi that are had to ensure the logo "pops" with a personal touch when displayed publicly, People need to instantly think of the Bay of Plenty and what a vibrant place this is to which i feel this new logo does exactly that - the scoop is incorporating all we are- pulling the wider BOP together as one. The old design is far to cluttered for this to happen, as mentioned earlier, well done to the team on a well thought out and neat logo. $60k is a very minute cost for what we will gain from a fresh start from our tourism sector

mindless TBOP disaster again & again

Posted on 14-06-2017 19:11 | By Tamati TK

In my opinion, everyone has got it all wrong--- this in the new share BRAND for Bay of Plenty dairy farming & TBOP. All farmers will be required to administer this mark to the rump of their livestock. Sheep will have their chance too, and will have the bright orange logo sprayed on their white coats to advertise the region to passing tourists Baaaaaaay of Plenty! Yes, TBOP will need just a little more funds to implement all this. -----What a joke. In my opinion, and what is substantiated here and on the ground, is this logo and the -Its in our nature- proposition is 100% rubbish. Just how this could be approved and implemented, demonstrates how far out of touch TBOP is with their core function! If locals living TheBay cannot associate any relevance, how on earth are visitors supposed to take or get anything from it?


Posted on 14-06-2017 12:21 | By Papamoaner

I have a faint suspicion Debunk agrees and was adding a bit of mischievous humour to wind us all up - successfully! I could be wrong. Probably not, I mean, how could anyone actually favour such a crude design?

Alphabet Soup

Posted on 14-06-2017 11:25 | By waiknot

Let's see how many words we can make

@ Papamoaner, Penguin & dbunk

Posted on 14-06-2017 10:42 | By Laurie

I don't think anyone in their right mind would agree with dbunk that its a 'clever design' & that $60k is 'pocket money' for Tauranga. This is a shameful waste of ratepayers money & someone should be held to account for signing it off as acceptable. I suspect that dbunk is 'one of the team' that he is congratulating on a job 'well done' as I said below should have gone to 'Specsavers' or at least remove his/her rose tinted ones!!


Posted on 14-06-2017 09:21 | By Papamoaner

I can think of several other uses for that scoop you refer to


Posted on 13-06-2017 20:41 | By penguin

Thanks for the explanation of the message behind the logo. I suggest a large print run of an explanatory leaflet will be needed for those thousands of people who are not as informed as yourself. Interesting to note where the balance of opinion lies!

Wok's up with this horrible soup and noodle bowl design?

Posted on 13-06-2017 17:24 | By Angela (Mt Maunganui)

Fully agree. Looks like some catering stamp from a food market. Not related to tourism in any way. Can it, and stick with the old logo setup. It's just one sales and marketing gimmick after anotherevery few months to make them look busy and spend their funding. I agree with Murray and GT that a big cleanout is long overdue as so many of these self proclaimed experts remain unaccountable in their protected employment.

@ bdunk

Posted on 13-06-2017 16:33 | By Laurie

"AMAZING LOGO" mate you're entitled to your opinion but I seriously think you should have gone to 'Specsavers'

on top of the new iSite

Posted on 13-06-2017 14:54 | By begesch

Sad to see how it works in the background. Lots of people identify the sun and Mauao for a typical Bay of Plenty sign. Why does a Logo to be changed all the time, is it not an identification of a business or place? By the way, don't like that Chinese soup bowl at all.

Waste of money

Posted on 13-06-2017 14:41 | By Linaire

$60k spent on that?! Dreadful. The old one was way better - this one means absolutely nothing to me. Someone must be laughing all the way to the Bank ..

Amazing Logo

Posted on 13-06-2017 12:35 | By dbunk

Such a clever logo and $60,000 is pocket money for Tauranga, it is important that we have a neat logo to promote the vibrant exciting area we are, its as the the lower "scoop" of the logo is reaching from Mauao to Bowentown bringing the area together as one. Clever design and well done to the team.


Posted on 13-06-2017 11:09 | By Laurie

The new orange logo is a bi-product of extensive stakeholder engagement and consultation the organisation undertook in order to develop a new regional story - what a load of absolute bollocks - what does it actually mean, those words & the new logo. Whoever employed the CEO should be asking for her resignation.


Posted on 13-06-2017 09:20 | By penguin

A pre-school kid could have done better in a couple of minutes. The logo is so simple it is actually meaningless. After extensive consultation??? It's an insult to the Bay of Plenty and what it has to offer....


Posted on 13-06-2017 08:19 | By RawPrawn

For that? Surely someone's taking the pi mickey!

Meaningless, unmemorable and sub standard

Posted on 13-06-2017 01:57 | By GT in Bay of Plenty

with even worse "Its in our nature". What is in our nature? It was just over 36 months since the last "Plenty for Everyone" rebranding and now they are at it again. These amatures spend up large sums of money on sub standard, unprofessional short lived marketing schemes that do little for our tourism. The 60K spend will be just the tip of the iceberg when it comes to rebranding costs for their isite assets, signage, office consumables, uniforms, vehicles and countless brochures, guides, maps, displays, stands, etc...... This is my first comment ever, and I strongly believe that it is high time that the Tauranga City Council retain the services of a CEO and managment team with proven international tourism experience so as to deliver a lasting, quality marketing image for the Bay of Plenty. This relentless wastage cannot be allowed to continue.


Posted on 12-06-2017 22:07 | By dumbkof2

dont tell me someone actually designed this logo. i thought it was done by a pre schooler, never mind the council is doing a great job of giving away everybody elses money. bet if they had to pay this out of their own money it wouldnt cost more than $5

It must be April 1

Posted on 12-06-2017 21:50 | By Murray.Guy

Sorry team, you've got to go! The previous Brand was excellent, capturing Mauao, the sun, a warmth. It worked. Branding i a critical element for any customer dependant service provider. Begs the question, Who authorised this waste and on what basis?

Right there

Posted on 12-06-2017 21:33 | By Tgaboy

Everything that's wrong with council in one calculation. Financial wastage + Lack lustre product = Disappointed rate payers.

Did they

Posted on 12-06-2017 21:24 | By waiknot

Factor in to the $60k the cost of replacing this new lifeless branding with something meaningful and dynamic that all the stakeholders could take to the market when this falls over. (I thought I'd throw in a few corporate words just to participate)


Posted on 12-06-2017 20:49 | By By Jimminy

The designer is laughing all the way to the bank.It is C**p

Can I have rice instead of noodles in my BOP bowl?

Posted on 12-06-2017 19:57 | By AndyCap

This noodle bowl is indeed a PR DISGRACE! It is clearly the same old TBOP approach of fancily presented stakeholder workshops, research processes and so called collaborative market consultation that is churned out into the tourism industry time after time. The only thing this delivers is more wasteful spend of ratepayer funding. How TCC can even think that this organisation is capable of managing a multimillion dollar new iSite is crazy. Just add some chop sticks into the logo, and we are good to go with our Bowl of Plenty noodle stand. Heads should roll for this, but instead they are already praising themselves - ITS IN THEIR NATURE!


Posted on 12-06-2017 18:29 | By Bobby2

This Bowl of Plenty emoji should be on a takeaway carton! TBOP is in dire need of some professional leadership.

Last of the big spenders

Posted on 12-06-2017 18:16 | By Papamoaner

$60k for a smiley moticon off someone's cellphone with bits added. Thank god they didn't get at our flag. A PR disgrace!

This is a lifeless logo and meaningless tag line for Bay of Plenty

Posted on 12-06-2017 17:08 | By Rolly

Another dismal fail by TBoP. What a bland lifeless logo that actually says and depicts nothing. No doubt all the council funded organisations will once again band together in loyal agreement of ratepayer money well spent - that is until the next new logo and tag line comes along. How they could actually pay for this is beyond belief.

hang on a minute

Posted on 12-06-2017 15:14 | By old trucker

Gosh $60.00 to design this,(come on) for half circle with 5 letters,for crying out loud,all the meetings they must have had and free lunches,what a rip off, my thoughts only, its got a story,yeah right,Sunlive is No1 for News, Thankyou, 10-4 out.


Posted on 12-06-2017 14:37 | By Jayleen Wood

My 5 year old could have done a better job for the price of a bag of lollies. The old logo was a bit busy, but this noodle bowl boring logo just looks too plain, too drab and washed out with no personality or fun component. Where's the sense of place and belonging? It could be or mean absolutely anything. Time and time again there is more branding, more useless marketing campaigns and now we hear they are finally going back to build on the old isite location that they themselves closed years ago as it was deemed an unsuitable location. The (Its in our nature) proposition is entirely apt! Ill give it two years for the dust to settle and then there will be yet another rebrand with yet another logo. Dissapointed - J & P


Posted on 12-06-2017 14:32 | By


spending other peoples money

Posted on 12-06-2017 14:29 | By Captain Sensible

The untouchables just love spending someone else's money fixing something that is not broken. if they run their household budgets the same, there could be some mortgagee sales coming up.

Explanation for spending $60K

Posted on 12-06-2017 14:19 | By The Sage

Well there we have it quantified. I might have known Priority One would be in there somewhere. In my opinion it is a total waste of resources and I think the old Logo was much better. I wonder who actually came up with the idea of changing it? Have they also factored into the cost all the things that will have to be changed like letterhead paper and stationery, plus the actual cost of changing all current signage? Can anyone please advise me if this has been factored in to the $60K?

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